Impressions, Influence, Impact Communications Tactics that Work Anne Ehlers Director of Communications & Development North Carolina Housing Coalition Tom Burton Media Specialist Antionette Kerr Executive Director Lexington Housing CDC

Tell Your Story Key messages Importance of Visuals In PersonIn the Press 55/38/7 Strength/Warmth Common Ground Story Pitch Values Writing Tips In Practice Budget Op-ed Housing for Vets

Four Key Messages People who need affordable housing are working families with children, young adults, seniors and persons with disabilities Too many people cant find an affordable place to live Our children deserve a safe, stable home Communities that offer more affordable housing options are stronger economically

Telling your story Characters you can relate to A plot you can believe in A call to action

Social Math Put large numbers in social context Use situations/contexts that your audience is familiar with Popcorn example

Importance of Visuals Visuals help reality set in Visuals can change someones perspective Once someone has a picture in their head, its hard to replace it.

In Person 55/38/7 Strength/Warmth = Happy Warrior Find common ground Choose your messenger Prepare your answers

In the Press Story pitch – dont wait for a conflict Lead with values Writing tips

Story Ideas Openings County fact sheets Out of reach report

Press Release Have a good reason for sending out the release Keep it short Follow the format Include quotes (pdf attachments) Distribute (good time to update your list)

Letter to the Editor Keep it short (200 words) Timely (get it out within hours) Take a stand Refer to the article to which youre responding Dont send on Friday

Op-ed Timely, must be in response to current issue Write exclusively for one paper Keep it between words Stay on point Follow up Write with reason and logic, not emotion

In Practice Key Messages Who needs affordable housing? Whats the economic impact?

Share Your Needs Establish an open commission

Social Networking Share information Example: $7.8 million in the Gov's budget for the Housing Trust Fund. 780 jobs created. Use hashtags # to draw attention Example: # ncpol #ncgov

REPEAT: Dont Wait for a Conflict Tell your story from a people perspective Winston Salem Journal, 2008 Caption read: Residents Glad to See Apartments Fall

Find a Willing Cheerleader Example: Margaret Berry is a retired teacher who moved into one of the renovated homes and she loves living in the community

When Conflicts Arise – Be Strategic Conflict: The Lexington City Council reviewed this past years goals Wednesday and discussed modifying the citys direction, ditching the ninth goal of supporting homeownership and replacing it with a new one: valuing a diverse, professional staff that is well-trained and reflects the community.

When Conflicts Arise – Be Strategic Response: Meeting called with city leaders, board, staff (clients attended) and social media blast Contacted media Asked Board to reach out to council person/s that they knew Contacted the NC Housing Coalition for outside advice and communication strategies (provided an impressive letter to the editor) Helped the City draft a goal that was a compromise

When Conflicts Arise – Be Strategic Outcome: Lexington City Council returned homeownership to a top-level goal 12 op-eds, articles and columns were written in response to the conflict Who wins? Mr. Curlee (pictured). Hes a veteran and former client.

Questions and Discussion Anne Ehlers Director of Communications and Development North Carolina Housing Coalition